The Soweto Homemakers Festival began in 1983 and has occurred in various locations around Soweto until moving to the Joburg Expo Centre in Nasrec in 2011. Over 1000 small businesses have participated as exhibitors since 2005, sourced from townships around Johannesburg. The event has grown into the most significant multi-purpose event in Gauteng and aims to further contribute to the economic and social development of Soweto and the region. Recent events have attracted over 18,000 visitors and partnerships with government are hoped to establish the festival as the largest of its kind in Africa within five years.

2. Soweto Homemakers Festival 1983 – 1985 Mofolo Park, Jabavu Expo Centre

3. Walter Sisulu Square, Kliptown 2006 - 2007
Elkah Stadium,
Rockville 2005

4. University of Joburg Soweto Campus 2008 - 2010

5. Joburg Expo Centre, Nasrec, 2011 - 2013

6. • Over 1 000 SMMEs have participated in the Expos
since 2005.
• Sourced from Soweto, Orange Farm, Alexandra,
Diepsloot, Tshwane, JHB CBD.
• Many have moved from the informal to the formal
economy.
• Approx 2 500 artists have performed at the event.
• Approx 24 000 grades 10-12 students have visited the
Youth Zone.
• Grown into Gauteng’s most significant multi-purpose
event.
• Now poised for takeoff!

7. Joburg Expo Centre, Nasrec, 2013
• 18 000 visitors
• 130 SMME exhibitors
• 70 commercial /
government exhibitors
• R8 million in publicity
• Certificate of Merit: Most
Memorable Event
Exhibitions & Events
Association of
Southern Africa

8. • 26th – 28th
September
• Joburg Expo Centre,
Nasrec
• Aiming for 30 000
visitors
• Greatly expanded
programme of
activities

9. Contribute to the long term development of Soweto and
the broader Gauteng economy and community.
Establish the Soweto Festival Expo within five years as
Africa’s largest and most successful event of its kind,
attracting exhibitors, performers and visitors from all
over Africa and the world.

10. Partner with government and
its agencies: Soweto Festival
Expo as a vehicle for socio-
economic development.
Facilitate a training and
support programme for
SMME exhibitors at the Expo
in conjunction with strategic
partners such as COJ, GEP, etc.
Develop the arts, crafts, tourism and heritage industries
of Soweto and Gauteng.

11. Involve all communities and
cultures to foster social
cohesion.
Establish networking
opportunities for small
businesses and the formal
business sector who exhibit at
the Festival Expo.
Empower small businesses and
local traders by facilitating their
participation as exhibitors and
suppliers.

12. Provide a platform for
information dissemination,
and the promotion of
government departments,
community organisations
and NGO’s.
Assist the youth with
career guidance and
employment
opportunities.

13. SMME Development
Youth Development
Arts, Culture & Heritage

14. SMMEs provided with
• Pre-expo training
• Exhibition stands
• Post-expo support through GEP
• Awards & recognition
SMMEs chosen in partnership with GEP
and Enterprise Development
practitioners / incubators
Integrated into the main expo

15. • Integrating the Expo into the SMME and Creative
Industries value chain
• Working with training providers for pre, on-site and post
event training, mentorship and support
• 3-year development plan
• Identification
• Selection
• Qualification
• Experiential learning
• Monitoring & support
• Goal of sustainability

16. Main entertainment stage
 Big name & local artists
Cultural Village
 Heritage & Social Cohesion
Arts Pavilion
 Focus on township art
Book Faire
 Developing a literate community
Other activities
 Comedy, film, fashion shows

17. Focus on Edutainment
 High energy activities
Partnering with the
Gauteng Department Education
 4 000 pupils bussed
to the Expo
Careers Expo
 Tertiary & training institutions
 Recruitment agencies

18. Sports activities
 Cycle Race
 5-a-Side Soccer
 Soweto Cup
 Body Building
Sports Pavillion
 Indoor activities
 Outdoor activities

19. • Powerful media partnerships
• Outdoor, digital, direct marketing campaign
• Public relations, activations
• Month-long build up campaign

20. Sponsorship tier # of sponsors Focus area Sponsor value
Platinum 1  Overall Festival Expo  R3.5 million
Media
(Trade Exchange
Sponsorship)
3  TV
 Radio
 Print
 R2 million
 R1 million
 R1 million
Gold 1  SMME Development *  R3 million
Silver 2  Youth Development
 Sports, Arts, Recreation &
Heritage Activity Specific
 R1 million
 R1 million
Total 7 Core Sponsorship Budget R12.5 million

21. Sponsorship Item Value Description
Editorial coverage 10 000 000
R5 million Advertising Value Equivalent x 5 PR value x 40% value attributed
to sponsor
Advertising coverage 4 000 000
Advertising Value Equivalent - TV, Radio, Print advertising via media
sponsors
SMME training manuals 360 000 300 SMMEs x 3 manuals @ R400
Branding at Nasrec 350 000 30% of branding rights at Nasrec for 5 days
Logo on SMME exhibitors stands 300 000 300 SMME stands @ R1 000
Big screen ads 300 000 25spots @ R4 000 x 3 days on large screens next to main stage
Trade Day & Conference 250 000 Naming rights, branding & speaker opportunity
Merchandising rights 250 000 Rights to use Soweto Festival Logo on sponsor memorabilia/merchandise
Exhbition space 222 750 135 sq m x R1 650 / sq m
Free entry tickets 160 000 2 000 adults R50 + 3 000 children @ R20 distributed to clubs & schools
Official launch and Soweto
Awards 150 000 Naming rights, branding & speaker opportunity
Posters 100 000 2 000 posters @ R50
Leaflets 100 000 50 000 leaflets @ R2
T shirts 90 000 1 000 T-shirts @ R90
Website banner ad 90 000 9 months on the SFE home page @ R10 000 pm
Entry tickets 80 000 Logo on 30 000 adult @ R2 + 20 000 kids @ R1
SMME training - speaker
opportunities 70 000 7 training days @ R10 000
Street pole ads 60 000 60 street pole ads @ 1 000
Official event guide advertising 45 000 Back page R30 000 and one inside page RHS R15 000
VIP accreditation 33 000 30 VIPs entry tickets @ R220 x 5 days
Total sponsorship value 17 010 750 Excl VAT

22. Sponsorship Item Value Description
Sponsorship of 200 SMMEs 2 970 000 200 SMME stands @ R 1 650 / sq m x 9 sq m
Editorial coverage 2 000 000
R1 million Advertising Value Equivalent x 5 PR value x 40% value attributed to
sponsor
Advertising coverage 2 000 000 Advertising Value Equivalent - TV, Radio, Print advertising via media sponsors
Merchandising rights 250 000 Rights to use Soweto Festival Logo on sponsor memorabilia/merchandise
Big screen ads 90 000 10 spots @ R3 000 x 3 days on large screens next to main stage
Exhibition space 118 800 72 sq m x R1 650 / sq m
Branding at Nasrec 100 000 10% of branding rights at Nasrec for 3 days
Posters 100 000 2 000 posters @ R50
Leaflets 100 000 50 000 leaflets @ R2
Entry tickets 80 000 Logo on 30 000 adult @ R2 + 20 000 kids @ R1
SMME training - speaker
opportunities 30 000 3 training days @ R10 000
Street pole ads 60 000 60 street pole ads @ 1 000
Trade Day & Conference 50 000 Branding & speaker opportunity
Website banner ad 45 000 9 months on the SFE home page @ R10 000 pm
Free entry tickets 35 000 500 adults R50 + 500 children @ R20 distributed to clubs & schools
Official launch and Soweto
Awards 30 000 Branding
VIP accreditation 30 000 20 VIPs entry tickets @ R500 x 3 days
T shirts 18 000 200 T-shirts @ R90
Official event guide advertising 15 000 One inside page RHS R15 000
Total sponsorship value 8 121 800 Excl VAT

23. • Our goal: Gauteng to adopt the Soweto Festival Expo as
a major delivery platform for SMME development
• Working together to create a sustainable programme for
• Enterprise development
• Job creation
• Three year agreement
• On-going support for participating SMME’s
• Growing the base of SMME’s in Gauteng
• Measurable results – Impact Assessment